Anthony Thompson has stormed into the top 20, overtaking all his value rivals with the exception of Primark boss Arthur Ryan.
In March, Thompson unveiled ambitious targets for George at Asda: he said it would knock Tesco off its perch as the number one supermarket clothing brand (analyst figures suggest it has already) to become the biggest clothing retailer by volume by 2011.
To achieve this, Thompson has been turning around George’s strategy to refocus on its core 45-plus customer. He has simplified its sub-brands, introduced Boston Crew for men and Moda for women and scrapped young fashion brands Must Have and Fast Fashion. Thompson also dropped WAG Coleen McLoughlin as the face of George, replacing her with “real women”.
Thompson also kick-started a fierce back-to-school battle this summer, undercutting Marks & Spencer with a £4 school uniform for all age groups, as well as overseeing the launch of George’s clothing online.